OOIR: Observatory of International Research

Papers

(The TQCC of Marketing Intelligence & Planning is 9. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2021-05-01 to 2025-05-01.)

Article	Citations
Social media marketing, shoppers' store love and loyalty	103
From pandemic to Prada: examining online luxury-brand self-narratives	90
Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques	65
All about Social Coupons! Evolution, Review and Research Directions	60
Predicting households’ attitudes and product adoption intentions	50
The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies	37
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification	37
Does greenwashing hinder employees’ brand citizenship behavior?	37
Exploring the role of self-conscious emotions between consumer minimalism and rental behavior	37
Consumers' psychological reactance and ownership in in-game advertising	35
SDG reporting: an analysis of corporate sustainability leaders	34
Brand value co-creation and transaction costs in private label relationships	32
Role of product advantage in shaping product outcome: a hybrid review	30
Musical retail therapy: toward a conceptual framework on the impact of musical elements on consumer mood, attention, and decision-making	30
Comments and responses' combination: tourist destination's moderating effect	27
Paving the path for retail salesperson’s adaptive selling behaviour: an intervening and interactional analysis	27
Optimizing marketing strategy: a video analysis approach	26
A green step forward: the role of green marketing in nurturing green customer loyalty	24
Permission marketing: a systematic review of 22 Years of research	24
Fuel vehicles or new energy vehicles? A study on the differentiation of vehicle consumer demand based on online reviews	22
Gifting a warm-glow effect: how identity influences charitable gifting	22
Religion, conspiracy theory and consumer ethics: a moderated mediation analysis	22
Are social media marketing activities reaping benefits for brands? The moderating role of education	21
A meta-analysis of the effect of chatbot anthropomorphism on the customer journey	21
Effects of humor climate within online brand community	21

Uncorking opportunities: a bibliometric review of wine marketing literature	20
Cultural differences in deliberate counterfeit purchase behavior	20
Consumer discrimination in service recovery situations	20
A “double-edged sword” effect of consumer expertise on tourism loyalty	20
Consumer reactions to attacks against cherished brands	19
Role of brand experience in predicting consumer loyalty	19
The effect of green perceived values on urban homeowners’ greening intention: the mediating role of green attitude	19
Measuring environmental performance in business to business relationships: a bibliometric review	18
Rise and fall of interactions with brand communities	18
Consumer fear and healthy eating during COVID-19 pandemic	18
The role of product scarcity on display incompleteness	18
Real versus virtual celebrity endorsement: presentation of online product information and consumer attitudes toward digital products	18
Mergers and acquisitions success: examining customer loyalty	18
Effect of consumption values on consumer behavior: a Meta-analysis	17
Customer value, customer engagement, and customer-based brand equity in the context of a digital payment app	16
The impact of innovation orientation on strategic R&D amidst macroeconomic shocks – an event study approach	16
Meta-analysis of augmented reality marketing	16
Channel integration in grocery retailers via mobile applications	16
Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage	16
Discontinuance decision: the impact of critical events and an undefined strategy on social media abandonment	15
Exploring third-party’s brand rankings from consumers’ persuasion knowledge	14
Enhancing relationship strategies with the live stream influencers	14
What drives liking different brand-related social media content?	14
Understanding the impact of online firestorms on financial performance in corporate social responsibility campaigns	13
Organisational and environmental indicators of B2B sales performance	13
Do brand coolness and brand romance synchronize with sustainability? Insights from a mixed-method approach	13
The role of online retail website experience on brand happiness and willingness to share personal information: an SOR perspective	13
Salesforce output control and customer-oriented selling behaviours	13
Modelling the traits of consumer resilience: implications to emerging markets	13
Trust in word of voice communication: why consumers adhere to purchase recommendations made by smart voice assistants	13
Should SMEs diversify their global destinations? The role of market insights and digital transformation	12
Marketing affordance of social media for product innovation: the role of organizational structures	12
How the time of day impacts social media advertising outcomes on consumers	12
Did you find this review helpful?	11
A roadmap of retargeting campaigns for SMEs: a case study	11
Investigating the responses of bystanding customers to loyalty programs: a moderated-mediation model	11
Unveiling the dark side of influencer marketing: how social media influencers (human vs virtual) diminish followers’ well-being	10
Examining the intention-behavior gap in consumer switching: the moderating role of switching costs	10
Beyond the storefront: empirical insights into consumers' responses to omnichannel apparel retailers	10
Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement	10
Formal salesforce controls and service-sales ambidexterity: the moderating role of salespeople's grit	10
Service leniency: a dual logics perspective	9
The impact of marketing appeals on consumer willingness to participate in virtual CSR co-creation	9
A study on lender participation in peer to peer lending	9
Minimizing the negative impact of brand deletion	9
Theoretical rigor of customer experience scales: a systematic review and a roadmap for researchers	9
Use of gamification and hyper-personalization in the coupon industry: does it impact the consumer’s intention to redeem?	9
Harnessing the power of social media advertising: strategic opportunities	9
The ethical landscape of immersive marketing: virtual and augmented reality in advertising	9
Green pride in sustainable versus premium brand decisions	9

Using Schmid–Leiman solution with higher-order constructs in marketing research